Communication for Motivating Change

ULTRA Strategies
Communications for Motivating Change  

Communication for Motivating Change:  a process of public and private dialogue through which people define who they are, what they want, and how they can get it.

Social Change: is a positive change in peoples' lives - as they themselves define such change.

This work seeks particularly to improve the lives of the politically and economically marginalized, and is informed by principles of tolerance, self-determination, equity, social justice and active participation for all.

This approach attempts to rebalance strategic approaches to communication and change by taking the overriding emphasis...

Away from people as objects for change…
… and on to people and communities as the agents of their own change.

Away from designing, testing and delivering messages…
… and on to supporting dialogue and debate on the key issues of concern.

Away from the conveying of information from technical experts…
… and on to placing that information into dialogue and debate.

Away from a focus on individual behaviors…
… and on to social norms, policies, culture and a supportive environment.

Away from persuading people to do something …
… and on to negotiating the best way forward in a partnership process.

Away from technical experts in “outside” agencies dominating and guiding the process …
… and on to the people most affected by the issues of concern playing a central role.